Evaluating the effectiveness of social media advertising presents new and differing challenges to marketing professionals.
- Describe Neil Patel’s approach to evaluating social media. What key factors does he mention?
- Name the four hints given in the Adstage Article regarding evaluation of social media advertising. Can you think of additional important metrics or measurement issues?
- Examine the Forbes Six Metrics article. How do the six compare to those cited in Chapter 15 and/or the Adstage article?
- What differences are there between evaluating traditional media advertising and social media advertising? Which metrics are most important to both? Defend your answer.